Exam 2 - Chapter 5

Question 1

what is classical conditioning in terms of attitude formation?

Answer 1

we come to like or dislike new things because they are associated w things we already like or dislike, can even be subconsciously

Question 2

what is operant conditioning in terms of attitude formation?

Answer 2

learning to do or say certain things as a function of being punished or rewarded

Question 3

what is observational learning in terms of attitude formation?

Answer 3

we learn what is rewarded and what is punished through watching others

Question 4

what are is biological factors in terms of attitude formation?

Answer 4

biological underpinnings we posses because they are inherited

Question 5

_____ attitudes resist change, accurately predict behavior, are more stable, more likely to remain unchanged throughout time, better able to withstand persuasive attacks

Answer 5

strong attitudes

Question 6

true or false: different areas in our brain are activated when reacting to a topic on which we feel certain of compared to topics we are less certain of

Answer 6

true

Question 7

what are the 2 main reasons that are behind why strong attitudes resist change

Answer 7

commitment and embeddedness

Question 8

when a person is _____ they are more certain their views are correct and they will review relevant information in a biased way, feel stronger about information that supports while dismiss information that opposes

Answer 8

committed - commitment

Question 9

when a concept is ______ into a person it is part of their self concept, their values, and their social identity which it makes it really hard for them to change on opinion on said concept

Answer 9

embedded - embededness

Question 10

how does knowledge impact behavior consistency

Answer 10

the more knowledge a person has on a topic the more relevant the topic is and the more likely attitudes and actions are going to be consistent

Question 11

how does personal relevance impact behavior consistency

Answer 11

when a topic is relevant to an individual, their attitudes towards said topic will be a very good predictor of their behavior

Question 12

how does attitude and accessibility impact behavior consistency

Answer 12

highly accessible attitudes are likely to stimulate actions that are going to be consistent

Question 13

______ ________ are more likely to predict behavior that attitudes

Answer 13

behavioral tendencies

Question 14

true or false: attitudes influence action by first influencing a person’s behavioral intentions

Answer 14

true

Question 15

theory of ____ ____ says that the best predictor is ones behavioral intention is influences by: attitude, subjective norms, and perceived behavioral control

Answer 15

theory of planned behavior

Question 16

what are subjective norms

Answer 16

whether or not important individuals around us would approve or disapprove

Question 17

____ _____ control is how difficult it is to perform the behavior in question

Answer 17

perceived behavioral control

Question 18

_____ favorable or unfavorable evaluations of things

Answer 18

attitudes

Question 19

_____ thoughts about things/concepts

Answer 19

beliefs

Question 20

______ to change in private attitude or beliefs as a result of receiving a message

Answer 20

persuasion

Question 21

____ ____ is a measurement style that does not change a subject’s responses while recording them

Answer 21

nonreactive measurement

Question 22

_____ _____ test is a technique for bypassing (going around) people’s desire to hide their true feelings ex-> assessing people’s reaction time

Answer 22

implicit association test

Question 23

____ ____ model that states that the most direct cause of persuasion is the ‘self-talk’ of the persuasion target

Answer 23

cognitive réponse model

Question 24

what are 3 things that facilitate to less number of counterarguments

Answer 24

if an expert is holding argument, less time = less counterarguments, a distraction=less counterarguments

Question 25

_____ procedure is a technique used to increase individuals' resistance to a strong argument by first giving them a weak easily defeated version of it

Answer 25

inoculation procedure

Question 26

____ ____ models of persuasion is the model that states that there are 2 ways attitude change occurs - with or without thought

Answer 26

dual process models of persuasion

Question 27

____ ____ model holds the idea that persuasive communication typically has two routes towards attitude change - central route and the peripheral route

Answer 27

elaboration likelihood model

Question 28

_____ route is when people are persuaded by focusing on the quality of the argument of a message

Answer 28

central route

Question 29

____ route is when people are persuaded when focusing on factors other than the quality of the arguments in the message

Answer 29

peripheral route

Question 30

what two things are needed in order to take the central route when being persuaded

Answer 30

motivation and ability

Question 31

if an a person does not have motivation and ability what route will they take when persuaded?

Answer 31

peripheral route

Question 32

what two factors will determine whether or not an individual will be motivated to process a message centrally

Answer 32

1. personal relevance of topic 2. need for cognition

Question 33

____ for _____ is the tendency to enjoy and engage in deliberate thought

Answer 33

need for cognition

Question 34

what are the 3 major persuasion goals?

Answer 34

1. hold a more accurate view of the world 2. be consistent within themselves 3. gain social approval and acceptance

Question 35

what are the 3 shortcuts to accuracy ?

Answer 35

1. credible communicators 2. how others respond 3. ready ideas

Question 36

_____ refers to a communicator's knowledge and experience

Answer 36

expertise

Question 37

_____ refers to a communicators honesty and lack of bias

Answer 37

trustworthiness

Question 38

true or false: advertisers who mention both pros and cons are more likely to gain audience's trust over those advertisers who only mention the pros

Answer 38

true

Question 39

true or false: when happy we are not easily motivated

Answer 39

false - when happy we are easily motivated

Question 40

true or false: we are more motivated to be accurate when something is personally important to us

Answer 40

true

Question 41

_____ ____ is when we are set on something, we then tend to see everything according to it

Answer 41

Done Deal

Question 42

true or false: information that contradicts our values do no come off as valid as information that supports our values

Answer 42

true

Question 43

_____ principle is the idea that people will change their attitude, beliefs, perception, and actions to make them consistent w each other

Answer 43

consistency principle

Question 44

_____ theory - Heider's theory that people prefer harmony and consistency in their views of the world

Answer 44

balance theory

Question 45

______ _____ is the unpleasant state of psychological arousal resulting from inconsistency within one's imported attitudes, beliefs, or behaviors

Answer 45

cognitive dissonance

Question 46

_____ ____ - behavior that is inconsistent w existing behavior

Answer 46

countertitutional action

Question 47

_____ _____ ____ the conflict one feels about a decision that could possibly be wrong

Answer 47

post decisional dissonance

Question 48

_____ method - an approach for shifting a person's position on a topic by posing questions that reveal hidden contradictions between it and the person's position or related topics

Answer 48

Socratic method

Question 49

true or false: in our western culture propaganda focuses on 'enhancing the self' because culturally we value the self over the group

Answer 49

true

Question 50

_____ motivation is motivation to achieve approval by making a good impression on others

Answer 50

impression motivation

Question 51

____ self monitors are most sensitive to what others think of them & also most adaptable to any situation

Answer 51

high self monitors

Question 52

_____ seem to be more readily influenced than ____

Answer 52

women; men